Most people don’t associate outbound sales strategies with the hospitality industry. The focus tends to be on inbound calls — guests reaching out with specific needs. But what if your reservations team could proactively drive bookings and fill your rooms more consistently?
Outbound sales strategies can lead to significant upsides, including securing second-chance bookings, personalizing the guest experience, maximizing ancillary revenue, and improved lead management.
Despite the clear benefits, some hoteliers hesitate to implement outbound sales strategies. They might think it’s too time-consuming or that their team isn’t equipped to handle it. Brent Sanders, Senior Customer Education Specialist at Revinate, addressed these concerns directly in our recent webinar: “You might be saying to yourself, ‘Brent, it could be way too time-intensive. How am I supposed to do this?’”
In this blog post, we’ll explore why these objections shouldn’t hold you back and show you how to start an outbound sales practice. Drawing insights from industry leaders like Raul Martinez, Director of Reservations and Revenue Management at Ambiente™ Sedona, who successfully integrated outbound sales into their operations, we’ll show you how these strategies not only enhance guest relationships but also significantly boost your bottom line. As Brent emphasized, “Hope is not a strategy” — but a well-executed outbound sales plan certainly is.
Why outbound sales strategies matter for hoteliers
The main reason why outbound sales strategies matter for hoteliers is simple: cold, hard cash. A few simple practices can put more dollars straight into your hotel’s Net Operating Income (NOI).
Let’s do some math. According to the 2024 Hospitality Benchmark Report, hoteliers average 2.6 non-booked lead calls per room each month. If your property has 200 rooms, that’s 560 opportunities to close revenue that would otherwise be missed.
Not all of these leads need to be manually called back – if you capture their email addresses, then you can send automated follow-ups with reminders to book or other incentives. Then, if your agents have the right lead management software with Rich Guest Profiles, they can focus their outbound calls on the most profitable opportunities.
These efforts pay off. Our benchmark data also shows that hoteliers average $1,717 in incremental revenue per room annually from outbound calling alone. Using our example above, that would add up to nearly $350k in pure incremental revenue.
Examples of outbound sales strategies
There are four main outbound strategies that hoteliers should paty attention to: second-chance bookings, regrets and denials, pre-arrival upsells, and post-stay outreach.
Second-chance bookings
Second-chance bookings are a powerful way to recapture potential guests who initially showed interest but didn’t commit. When a guest expresses enthusiasm but needs to consult with a partner or take some time before making a decision, don’t let the opportunity slip away.
Brent Sanders emphasized the importance of follow-up in such cases: “Ask the agent to say, ‘I can reach out to you in 24 hours. How does that sound?’” Most will take you up on that offer. This simple step can turn a hesitant guest into a confirmed booking, keeping your rooms filled and your guests engaged.
Regrets and denials
Guests sometimes inquire about stays during peak seasons or request specific room types that might be unavailable. Instead of ending the conversation there, take advantage of your regrets and denials list. Inventory changes and cancellations happen — creating opportunities to re-engage these guests.
A quick call to inform them of new availability or adjusted policies, like a reduced minimum night stay, can turn a missed booking into a secured one. This approach not only demonstrates excellent customer service but also helps optimize room occupancy during high-demand periods.
Pre-arrival upsells
Pre-arrival strategies are another effective outbound sales technique. By contacting guests before they arrive, you can ensure they’re fully prepared to enjoy all your property has to offer. Whether it’s securing reservations for on-site amenities like a spa or restaurant, or arranging special activities, pre-arrival calls enhance the guest experience and drive ancillary revenue.
“Make sure your guests that are coming have the full experience they need,” Sanders advises. These calls allow your team to address any last-minute questions and upsell services, leading to higher guest satisfaction and increased revenue.
Post-stay outreach
Post-stay outreach is a valuable way to keep your property top of mind for future visits. A well-timed “We Miss You” campaign or follow-up call can prompt repeat bookings and foster long-term loyalty.
This strategy can be particularly effective when combined with personalized offers or exclusive promotions for returning guests. According to the webinar, many properties miss out on this opportunity, but those who implement it see a significant increase in repeat business. By staying connected with guests even after they’ve checked out, you can turn one-time visitors into loyal customers who return year after year.
Four tips for outbound success
Now that you have an idea of what kinds of outbound sales strategies your reservations team can try, start preparing them for success with the right training and incentives.
Assign skilled agents
The success of your outbound sales strategy starts with having the right team in place. Outbound sales require more than just answering calls—they demand a proactive approach and the ability to build relationships with guests. Use call recordings to coach agents and train them to be not only knowledgeable about your property, but also confident in engaging guests and handling objections. Training your team to excel in outbound calls will set the foundation for a successful strategy.
Set goals and track performance
Clear goals and consistent KPI tracking are essential for driving outbound sales success. Without defined objectives, it’s easy for efforts to lose focus. Whether it’s the number of follow-up calls made, the conversion rate of second-chance bookings, or the revenue generated from pre-arrival upsells, tracking these metrics will help you understand what’s working and where there’s room for improvement. Regularly reviewing performance ensures your team stays motivated and aligned with your revenue goals.
We recommend hoteliers consider these eight essential hotel call center metrics for their reservation agents.
Incentivize
Incentives can significantly boost the effectiveness of your outbound sales efforts by motivating your team to close the deals. As Raul Martinez from Ambiente™ Sedona shared during the webinar, offering a higher commission or bonus for outbound calls can encourage agents to go the extra mile.
“We incentivize our sales agents… outbound calls take a little bit more commitment,” Raul explained. By providing financial rewards tied to successful outbound bookings, you not only motivate your team but also create a culture of proactive engagement. When agents see a direct benefit from their efforts, they’re more likely to pursue every opportunity to drive revenue. This approach also ensures that agents use their downtime effectively, reaching out to guests who might need just a little more time to finalize their plans.
Ancillary is “primary”
One of the key insights from the webinar is the importance of treating ancillary revenue as a primary focus. Pre-arrival calls, for example, are an excellent opportunity to upsell services like spa treatments, dining reservations, or activities.
By emphasizing the value of these additional services, you not only enhance the guest experience but also increase your overall revenue. Encouraging your team to view every interaction as a chance to maximize guest spend will help ensure that your property captures all available revenue streams.
Outbound sales strategies in action: Ambiente™ Sedona
Ambiente™ Sedona, a luxury hotel nestled in Arizona, exemplifies the power of outbound sales strategies. Raul Martinez, Director of Reservations and Revenue Management from Ambiente™, shared how their proactive approach has transformed their operations. “We’ve seen a significant boost in bookings by reaching out to guests who didn’t book on their first call,” Raul noted during the webinar.
From the outset, Ambiente™ recognized the value of a well-organized database to track potential leads and missed bookings. As Raul noted, “As a reservations agent myself in prior years, you don’t really realize how much you’re missing out on” when you don’t have lead management tools and guest data readily available. Implementing a tool like Revinate’s Reservation Sales allowed them to stay engaged with non-booked leads, turning what could have been lost opportunities into future bookings.
Raul also highlighted the effectiveness of automated campaigns, such as cart abandonment follow-ups, which help keep potential guests engaged. “Every guest is a potential lead… having these campaigns in place, it’s another reminder to a guest that, ‘Hey, we’re here for you.’” By combining these automated messages with proactive phone calls, Ambiente™ creates a seamless experience that keeps their property top of mind for travelers.
In essence, Ambiente™ Sedona serves as a prime example of how outbound sales strategies can be successfully implemented in the hospitality industry. Through a combination of skilled agents, smart incentives, and strategic use of technology, they’ve managed to elevate their guest engagement and significantly boost their bottom line. Read more about their results with Revinate here.
Ready to get started?
Check out the webinar recording to hear from Revinators and Raul first-hand and see examples of real campaigns from Ambiente™ Sedona. And if you’re ready to empower your team to pursue outbound sales strategies with the right technology, request a demo of Reservation Sales.
About Revinate
Revinate empowers hoteliers to directly connect with their guests.
Our Guest Data Platform and communication solutions unlock revenue for hoteliers and put them in control of the full guest experience — initial research, booking, check-in, throughout the stay, and even after check out — all via the communication channels that guests prefer, whether it’s voice, text, email, or web.
More than 12,000 hotels globally bank on Revinate to drive direct revenue and deliver delightful guest experiences.
Ask us how we do it. Visit our website to get a demo.
Sanjana Chappalli
VP of Brand Marketing and Communications
Revinate, Inc.
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